Description
LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899.
Marketing Project Report
on Lux Soap
By:
Amit Kumar
Sinha
PGDMRM-00
!P"# $y%era&a%
'ontent
?
'ompany Pro)*e + $,L
?
Di(ti&ution 'hanne* - $,L
?
Pro%uct Mix + $,L
?
-.er.ie/ + Lux Soap
?
Marketing Mix
?
S0-1 Ana*y(i(
?
'ompetitor Ana*y(i(
?
Market Segmentation
?
Recommen%ation
?
Re2erence
'ompany Pro)*e - $,L
'ompany Pro)*e - $,L
•
A 34 o/ne% (u&(i%iary o2 Ang*o Dutch giant ,ni*e.er5
• !n%ia + 6777
• !n%ia *arge(t 8M'G company
•
1ouching out o2 9 !n%ian con(umer
•
0 %i(tinct categorie( + $ome an% per(ona* care
pro%uct(# 2oo% an% &e.erage(5
•
$LL + $,L
•
600 2actorie( + !n%ia + Manu2acturing it( %i.er(e
pro%uct range
•
$ea%:uarter: Mum&ai
•
Market (hare + 1oi*et (oap category + 3;594
Re.enue Percentage:
Di(tri&ution 'hanne* - $,L
Di(tri&ution 'hanne* - $,L
?
000< Supp*ier( an% a((ociate(
?
;000 Re%i(tri&ution (tocki(t(
?
'o.ering 6 mi**ion retai* out*et(
?
Reaching 30 mi**ion rura* con(umer(
Pro%uct Mix- $,L
1he /i%th o2 the $,L
Pro%uct mix:
?
1he /i%th o2 the pro%uct mix re2er( to the
num&er o2 %i=erent pro%uct *ine the company
carrie(
"5g:
?
Per(ona* /a(h
?
Laun%ry
?
Skin care
?
-ra* care
?
Deo%orant(
?
'o*our co(metic(
?
Ayur.e%ic per(ona* an% hea*th care
?
Shampoo
?
1ea
?
'o=ee
?
8oo%(
?
!ce cream
0i%th > 6
1he *enght o2 the $,L
Pro%uct mix:
?
1he Lenght o2 the pro%uct mix re2er( to the
tota* num&er o2 item( in the pro%uct mix5
"5g:
?
Per(ona* /a(h: Lux# Li2e&uoy# Liri*# $amam#
Bree?e# Do.e# Pear(# Rexona
?
Laun%ry: Sur2 exce*# Rin# 0hee*
?
Skin care: 8air @ Lo.e*y# Pon%(# Aa(e*ine#
A.iance
?
-ra* care: Pep(o%ent# '*o(e up
?
Deo%orant Axe# Rexona
?
'o*our co(metic Lakme
?
Ayur.e%ic per(ona* an% hea*th care: Ayu(h
?
Shampoo: Sun(i*k# '*inic
?
1ea: Broke &on%# Lipton5
?
'o=ee: Bru
?
8oo% Ki((an# Annapurna# Knorr
?
!ce cream: K/a*ity /a**(
0i%th > 90
1he Depth o2 the $,L Pro%uct
mix:
?
1he %epth o2 the pro%uct mix re2er( to the num&er
o2 .ariant( o2 each pro%uct o=ere% in the *ine
"5g: !2 c*o(e up toothpa(te come( in three 2ormu*ation
an% in three (i?e(# c*o(e up ha( a %epth o2 B C9D9E
1he 'on(i(tency o2 the $,L
Pro%uct mix:
?
1he con(i(tency o2 the pro%uct mix re2er( to ho/
c*o(e*y re*ate% the .ariou( pro%uct *ine( are in the
u(e# pro%uction re:uirement# %i(tri&ution channe* or
in any other manner5
$,L Pro%uct *ine are not con(i(tent &ecau(e o2 it(
*arge /i%th5
-.er.ie/ : Lux Soap
?
6B6F + Laun%ry (oap
?
6B3 + Bathroom (oap
?
!n%ia + 6BB
?
8ir(t &ran% am&a((a%or: Lee*a 'hitni(
C6BBE
?
Market (hare i( a*mo(t e:ua* to Li2e&uoy
Marketing Mix:
Pro%uct:
?
Pro%uct '*a((i)cation:
?
1angi&*e
?
Gon %ura&*e goo%
?
Lux an% other (oap( 2a** into the
category o2 con.enience goo%5
Pro%uct Li2e 'yc*e:
Maturity Stage
Prominent Aariant
?
Lux a*mon%
?
Lux orchi%
?
Lux 2ruit
?
Lux (a=ron
?
Lux (an%a*/oo%
?
Lux ro(e
?
Lux internationa*
?
Lux choco*ate
?
Lux aromatic extract(
?
Lux oi* an% honey g*o/ etc5
Logo:
La&e**ing:
Lux tra%e character or *ogo i(
pre(ent prominent*y in the package
8ema*e mo%e*
Di(p*aye% graphica**y + Key
ingre%ient(
Packaging:
Di=erent co*or( + Di=erent
.ariant(C Sa=ron + Sa=ron .ariant( @
Pink + Ro(e extract( etc5 E
Package (i?e + 600gm# 60gm# 630
gm
Launche% + Mini Lux + ;3gm - R( 3
Price:
?
'ompetiti.e price Geither high
nor *o/
P*ace:
?
$,L %i(tri&ution net/ork + key
(trength C0hich he*p( reach out it(
pro%uct acro(( the *ength an% /i%th
o2 the .a(t countryE
?
000< Supp*ier( @ A((ociate(
?
H000 Stocki(t(
?
Direct co.erage in o.er 6 mi**ion
retai* out*et(
Get/ork:
?
8actory + 'ompany /arehou(e( +
Di(tri&utor + Market
?
8actory + 0ho*e(a*er @ Big retai*er(
CBu*k or%er(E + 904 Sa*e(
Promotion:
?
Acti.e (ince 6BB
?
8eature% a** top actre(( o2 their time(5
?!%ea: i2 it i( goo% enough 2or a )*m (tar# it i( goo%
2or me5
8ir(t Ma*e Bran%
Am&a((a%or:
South !n%ia:
6BH0 + Iaya*a*itha
Shriya Sharan
Sa*e( Promotion:
?
Lux go*% (tar o=er: 'arat Go*%
coin in the Soap + 8ir(t 60 ca**er
C"xtra 90 gm go*%E
?
Lux (tar &ano# Ai(h karo conte(t: A
(pecia* promotiona* pack o2 *ux (oap
+ Scratch car% -30 *ucky /inner got
the chance to meet Ai(h/arya rai5
S0-1 Ana*y(i(
Strength
?
Strong market re(earch CDoor to %oor
(amp*ing + once in a year + Rura* an%
,r&an area5E
?
Many .ariant( CA*mon% oi*# -rchi%
extract(# Mi*k cream# 8ruit extract(#
Sa=ron (an%a*/oo% oi* an% $oneyE
?
Strong (a*e( an% %i(tri&ution net/ork
&acke% &y $,L
?
Strong &ran% image
?
Dynamica**y continuou( inno.ation( +
Ge/ .ariant( an% inno.ati.e
promotion( C carat go*% coin
promotion + J'hance $aiKE
?
Strong &ran% promotion &ut re*ati.e*y
*o/er price( + 0inning com&ination5
?
Ma(( appea*LMarket pre(ence acro((
a** (egment( C 634 o2 (oap marketE
0eakne(
?
Main*y po(itione% a( &eauty (oap
targete% to/ar%( /omen# *ack uni(ex
appea*
?
Some .ariation *ike the (un(creen#
internationa* .ariant %i% not %o /e** in
the market
?
Got much popu*ar in rura* area(
-pportunitie
?
Soap in%u(try i( gro/ing &y 604 in
!n%ia
?
Beauty (egment( compoun%e% annua*
gro/th rate C'AGRE i( .ery high
?
Li:ui% &o%y /a(h i( current*y in gro/th
(tage + Lux (hou*% come out /ith more
.ariant( in thi( (egment
?
Large market (hare + Strong ho*% o.er
the market
1hreat
?
$igh interna* competition CPear( +
Beauty (egmentE
?
Ge/ entrant( CAi.e*E
?
Maturity (tage + threat o2 (*ipping
%o/n to %ec*ine (tage + i2 con(tant
rein.ention i( not carrie% out
'ompetitor Ana*y(i(
!nterna* 'ompetitor:
?
Li2e&uoy: 67B3# 674 Market (hare(
"xterna* 'ompetitor:
?
Go%rej con(umer( pro%uct( *imite%
CG'PLE:
?
n%
Large(t (oap maker a2ter $,L
?
B54 Market (hare
?
Bran% 'intho*# 8airg*o/# Gikhar
?
0ipro:
?
Bran%: Santoor CGo 6 in APE an%
'han%rika
?
!1':
?
65H34 gro/th in initia* ).e month(
?
Bran%: Superia# 8iama %i /i**( an%
Ai.e*
?
So*% in (ix (tate(
Market (egmentation
Market (egmentation o2 Lux
?
Gen%er: 8ema*e
?
Age: 6F-93
?
!ncome: Mi%%*e income group CR(5 63 to
0E
?
$ighe(t (e**ing &eauty (oap in ur&an area
CRura* area: Li2e&uoyE
?
"xpen(i.e + A=or%a&*e#
?
1arget Area: ,r&an an% Su& ur&an +
,pper mi%%*e an% mi%%*e c*a(( peop*e
Pro%uct Po(itioning o2 Lux
?
'reate% Goo% Po(ition + Buyer( min% + Better
pro%uct attri&ute(# price an% :ua*ity
?
-=ering pro%uct in a %i=erent /ay
?
-=ering + impro.e% :ua*ity o2 the pro%uct +
a=or%a&*e price /ith high &ran%ing + to po(ition
the pro%uct a( a &e(t :ua*ity &eauty (oap in
&uyer( min%5
?
Market (hare o2 $,L: 3;594
?
Market (hare o2 L,M: 634
?
Better Po(itioning + Market *ea%er o2 &eauty (oap
Recommen%ation:
Recommen%ation:
?
Ayur.e%ic .ariant
?
Lux ki%( (pecia* (oap
?
1arget rura* area
?
1arget ma*e cu(tomer(
Re2erence
Re2erence
?
///5capita*ine5com
?
///5hu*5com
?
///5goog*e5com
?
///5/ikipe%ia5com
?
///5m&apara%i(e5com
?
///52mcg5com
Nue(tion(OOO
doc_868249027.ppt
LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899.
Marketing Project Report
on Lux Soap
By:
Amit Kumar
Sinha
PGDMRM-00
!P"# $y%era&a%
'ontent
?
'ompany Pro)*e + $,L
?
Di(ti&ution 'hanne* - $,L
?
Pro%uct Mix + $,L
?
-.er.ie/ + Lux Soap
?
Marketing Mix
?
S0-1 Ana*y(i(
?
'ompetitor Ana*y(i(
?
Market Segmentation
?
Recommen%ation
?
Re2erence
'ompany Pro)*e - $,L
'ompany Pro)*e - $,L
•
A 34 o/ne% (u&(i%iary o2 Ang*o Dutch giant ,ni*e.er5
• !n%ia + 6777
• !n%ia *arge(t 8M'G company
•
1ouching out o2 9 !n%ian con(umer
•
0 %i(tinct categorie( + $ome an% per(ona* care
pro%uct(# 2oo% an% &e.erage(5
•
$LL + $,L
•
600 2actorie( + !n%ia + Manu2acturing it( %i.er(e
pro%uct range
•
$ea%:uarter: Mum&ai
•
Market (hare + 1oi*et (oap category + 3;594
Re.enue Percentage:
Di(tri&ution 'hanne* - $,L
Di(tri&ution 'hanne* - $,L
?
000< Supp*ier( an% a((ociate(
?
;000 Re%i(tri&ution (tocki(t(
?
'o.ering 6 mi**ion retai* out*et(
?
Reaching 30 mi**ion rura* con(umer(
Pro%uct Mix- $,L
1he /i%th o2 the $,L
Pro%uct mix:
?
1he /i%th o2 the pro%uct mix re2er( to the
num&er o2 %i=erent pro%uct *ine the company
carrie(
"5g:
?
Per(ona* /a(h
?
Laun%ry
?
Skin care
?
-ra* care
?
Deo%orant(
?
'o*our co(metic(
?
Ayur.e%ic per(ona* an% hea*th care
?
Shampoo
?
1ea
?
'o=ee
?
8oo%(
?
!ce cream
0i%th > 6
1he *enght o2 the $,L
Pro%uct mix:
?
1he Lenght o2 the pro%uct mix re2er( to the
tota* num&er o2 item( in the pro%uct mix5
"5g:
?
Per(ona* /a(h: Lux# Li2e&uoy# Liri*# $amam#
Bree?e# Do.e# Pear(# Rexona
?
Laun%ry: Sur2 exce*# Rin# 0hee*
?
Skin care: 8air @ Lo.e*y# Pon%(# Aa(e*ine#
A.iance
?
-ra* care: Pep(o%ent# '*o(e up
?
Deo%orant
Axe# Rexona?
'o*our co(metic
Lakme?
Ayur.e%ic per(ona* an% hea*th care: Ayu(h
?
Shampoo: Sun(i*k# '*inic
?
1ea: Broke &on%# Lipton5
?
'o=ee: Bru
?
8oo%
Ki((an# Annapurna# Knorr?
!ce cream: K/a*ity /a**(
0i%th > 90
1he Depth o2 the $,L Pro%uct
mix:
?
1he %epth o2 the pro%uct mix re2er( to the num&er
o2 .ariant( o2 each pro%uct o=ere% in the *ine
"5g: !2 c*o(e up toothpa(te come( in three 2ormu*ation
an% in three (i?e(# c*o(e up ha( a %epth o2 B C9D9E
1he 'on(i(tency o2 the $,L
Pro%uct mix:
?
1he con(i(tency o2 the pro%uct mix re2er( to ho/
c*o(e*y re*ate% the .ariou( pro%uct *ine( are in the
u(e# pro%uction re:uirement# %i(tri&ution channe* or
in any other manner5
$,L Pro%uct *ine are not con(i(tent &ecau(e o2 it(
*arge /i%th5
-.er.ie/ : Lux Soap
?
6B6F + Laun%ry (oap
?
6B3 + Bathroom (oap
?
!n%ia + 6BB
?
8ir(t &ran% am&a((a%or: Lee*a 'hitni(
C6BBE
?
Market (hare i( a*mo(t e:ua* to Li2e&uoy
Marketing Mix:
Pro%uct:
?
Pro%uct '*a((i)cation:
?
1angi&*e
?
Gon %ura&*e goo%
?
Lux an% other (oap( 2a** into the
category o2 con.enience goo%5
Pro%uct Li2e 'yc*e:
Maturity Stage
Prominent Aariant
?
Lux a*mon%
?
Lux orchi%
?
Lux 2ruit
?
Lux (a=ron
?
Lux (an%a*/oo%
?
Lux ro(e
?
Lux internationa*
?
Lux choco*ate
?
Lux aromatic extract(
?
Lux oi* an% honey g*o/ etc5
Logo:
La&e**ing:
Lux tra%e character or *ogo i(
pre(ent prominent*y in the package
8ema*e mo%e*
Di(p*aye% graphica**y + Key
ingre%ient(
Packaging:
Di=erent co*or( + Di=erent
.ariant(C Sa=ron + Sa=ron .ariant( @
Pink + Ro(e extract( etc5 E
Package (i?e + 600gm# 60gm# 630
gm
Launche% + Mini Lux + ;3gm - R( 3
Price:
?
'ompetiti.e price
Geither highnor *o/
P*ace:
?
$,L %i(tri&ution net/ork + key
(trength C0hich he*p( reach out it(
pro%uct acro(( the *ength an% /i%th
o2 the .a(t countryE
?
000< Supp*ier( @ A((ociate(
?
H000 Stocki(t(
?
Direct co.erage in o.er 6 mi**ion
retai* out*et(
Get/ork:
?
8actory + 'ompany /arehou(e( +
Di(tri&utor + Market
?
8actory + 0ho*e(a*er @ Big retai*er(
CBu*k or%er(E + 904 Sa*e(
Promotion:
?
Acti.e (ince 6BB
?
8eature% a** top actre(( o2 their time(5
?!%ea: i2 it i( goo% enough 2or a )*m (tar# it i( goo%
2or me5
8ir(t Ma*e Bran%
Am&a((a%or:
South !n%ia:
6BH0 + Iaya*a*itha
Shriya Sharan
Sa*e( Promotion:
?
Lux go*% (tar o=er: 'arat Go*%
coin in the Soap + 8ir(t 60 ca**er
C"xtra 90 gm go*%E
?
Lux (tar &ano# Ai(h karo conte(t: A
(pecia* promotiona* pack o2 *ux (oap
+ Scratch car% -30 *ucky /inner got
the chance to meet Ai(h/arya rai5
S0-1 Ana*y(i(
Strength
?
Strong market re(earch CDoor to %oor
(amp*ing + once in a year + Rura* an%
,r&an area5E
?
Many .ariant( CA*mon% oi*# -rchi%
extract(# Mi*k cream# 8ruit extract(#
Sa=ron (an%a*/oo% oi* an% $oneyE
?
Strong (a*e( an% %i(tri&ution net/ork
&acke% &y $,L
?
Strong &ran% image
?
Dynamica**y continuou( inno.ation( +
Ge/ .ariant( an% inno.ati.e
promotion( C carat go*% coin
promotion + J'hance $aiKE
?
Strong &ran% promotion &ut re*ati.e*y
*o/er price( + 0inning com&ination5
?
Ma(( appea*LMarket pre(ence acro((
a** (egment( C 634 o2 (oap marketE
0eakne(
?
Main*y po(itione% a( &eauty (oap
targete% to/ar%( /omen# *ack uni(ex
appea*
?
Some .ariation *ike the (un(creen#
internationa* .ariant %i% not %o /e** in
the market
?
Got much popu*ar in rura* area(
-pportunitie
?
Soap in%u(try i( gro/ing &y 604 in
!n%ia
?
Beauty (egment( compoun%e% annua*
gro/th rate C'AGRE i( .ery high
?
Li:ui% &o%y /a(h i( current*y in gro/th
(tage + Lux (hou*% come out /ith more
.ariant( in thi( (egment
?
Large market (hare + Strong ho*% o.er
the market
1hreat
?
$igh interna* competition CPear( +
Beauty (egmentE
?
Ge/ entrant( CAi.e*E
?
Maturity (tage + threat o2 (*ipping
%o/n to %ec*ine (tage + i2 con(tant
rein.ention i( not carrie% out
'ompetitor Ana*y(i(
!nterna* 'ompetitor:
?
Li2e&uoy: 67B3# 674 Market (hare(
"xterna* 'ompetitor:
?
Go%rej con(umer( pro%uct( *imite%
CG'PLE:
?
n%
Large(t (oap maker a2ter $,L
?
B54 Market (hare
?
Bran%
'intho*# 8airg*o/# Gikhar?
0ipro:
?
Bran%: Santoor CGo 6 in APE an%
'han%rika
?
!1':
?
65H34 gro/th in initia* ).e month(
?
Bran%: Superia# 8iama %i /i**( an%
Ai.e*
?
So*% in (ix (tate(
Market (egmentation
Market (egmentation o2 Lux
?
Gen%er: 8ema*e
?
Age: 6F-93
?
!ncome: Mi%%*e income group CR(5 63 to
0E
?
$ighe(t (e**ing &eauty (oap in ur&an area
CRura* area: Li2e&uoyE
?
"xpen(i.e + A=or%a&*e#
?
1arget Area: ,r&an an% Su& ur&an +
,pper mi%%*e an% mi%%*e c*a(( peop*e
Pro%uct Po(itioning o2 Lux
?
'reate% Goo% Po(ition + Buyer( min% + Better
pro%uct attri&ute(# price an% :ua*ity
?
-=ering pro%uct in a %i=erent /ay
?
-=ering + impro.e% :ua*ity o2 the pro%uct +
a=or%a&*e price /ith high &ran%ing + to po(ition
the pro%uct a( a &e(t :ua*ity &eauty (oap in
&uyer( min%5
?
Market (hare o2 $,L: 3;594
?
Market (hare o2 L,M: 634
?
Better Po(itioning + Market *ea%er o2 &eauty (oap
Recommen%ation:
Recommen%ation:
?
Ayur.e%ic .ariant
?
Lux ki%( (pecia* (oap
?
1arget rura* area
?
1arget ma*e cu(tomer(
Re2erence
Re2erence
?
///5capita*ine5com
?
///5hu*5com
?
///5goog*e5com
?
///5/ikipe%ia5com
?
///5m&apara%i(e5com
?
///52mcg5com
Nue(tion(OOO
doc_868249027.ppt